Royal Nation: The Children's wear Brand That Will Change The World
Lauren
Royal Nation intentionally creates space for diverse and authentic story-telling in the traditionally monotone category of childrenswear. Bringing in more ethnically diverse imagery, the brand’s core messaging lies in the power of imagination, and how it serves as an inspiring and empowering mantra for all children, primarily, children of color.
What was the inspiration to start this business?
I’ve always loved fashion and knew I wanted to start a childrenswear brand, but I was not clear on the actual problems I needed to solve before I had my own kids. Once they came into my life, I realized there is a strong correlation between a child’s self-expression in clothing and their affinity to characters and brand worlds. The lack of diverse representation in these narratives and brand worlds left a massive gap for children of color to authentically identify themselves in these spaces.
When you started your business, did you ever envision that you would be where you are now?
Yes. I believe wholeheartedly in the power of what we imagine. So, yes, I could imagine being where I’m at. That said, I did NOT envision all of the obstacles, roadblocks and challenges along the way. It’s all a part of the journey!
Was there ever a time that things didn't fall into place, struggles, or challenges? What were they and how did you get passed it and grow from the experience?
ALL OF THE TIME! Are you kidding?! I think most entrepreneurs, if they are being honest, would share that almost nothing goes exactly how you plan for it to go. Some obstacles are out of your control and others are opportunities to learn how to do something differently the next time. The challenges run across a wide spectrum, but what I can say is that it’s not necessary to focus too much on the challenges and try to prevent them. Fail fast and bounce back is really the name of the game. Don’t be afraid to shift, do things differently, and make pivots. It really requires a very different mentality than what most of us were conditioned to do, which is to wait until it’s perfect to deliver the best of the best and be slow to make big decisions. When it comes to being an entrepreneur, you almost have to adopt the exact opposite mentality.
What was the biggest lesson you learned while starting and growing this business?
Stay true to yourself. Most of us have the tendency to “benchmark” against competitors and keep an eye on what others are doing to assess where they are successful and where they’re not. We then use our observations to tailor our approach to avoid certain pitfalls, etc. What I have learned is that I am better off putting blinders on and staying the course on the vision I have. Many times, others cannot see what you can in your own mind's eye, so there is no use in comparing yours while it’s “in progress” to the “finished products” of others.
What would you tell a FEM that is struggling in her business and feel like it's too difficult?
Feeling overwhelmed with any or all parts of this journey is completely normal. You are NORMAL for feeling this way. Feel the feeling, because it’s real, just don’t give up. If you do one thing every day, big or small, do that. Stay committed even if it feels like you’re taking small bites out of a huge mountain. Those small steps will add up. The other thing I would say is, what you tell yourself is incredibly important. Don’t allow yourself to say it’s too difficult. Say, “It’s tough, but I can do it.” We are in this together. Believe me, you CAN and you WILL do it.
What continues to inspire you to keep on growing your business?
The vision that I have needs to manifest completely. I owe this vision that. Of course it doesn’t hurt to have my children looking at me every single day, believing in me and Royal Nation, and I want to inspire them to believe in their own visions with the same level of conviction and commitment.
Final advice for those thinking of starting a business or looking to grow their current business?
As I said during our podcast conversation, it’s something I tell myself multiple times per week and it is, “Feel the fear, and do it anyway.” I heard it in a sermon years ago, and I will continue to speak that phrase for the rest of my life.
Instagram: @thisislaurenhayes and @thisisroyalnation
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